United Community Ministries (UCM): Brand Strategy & Key Messages Presentation

June 16, 2011

Content Outline
Organization Description Objectives Discovery Brand Strategy Key Features & Benefits Key Messages MARCOM Audit

Brand Strategy & Key Messages Presentation

June 16, 2011

UCM Organization Description

UCM is the most comprehensive non-profit human services provider in southeastern Fairfax County. Operating since 1969, UCM helps lowincome individuals and families fight poverty, hunger and homelessness while creating self-reliant members of the community.
UCM is deeply rooted in the community and thrives on the support of people who live and work in Fairfax County.

Brand Strategy & Key Messages Presentation

June 16, 2011

Organization Description:
UCM provides for those in need today and empowers them for long-term independence.

Longer term independence

Education & Employment Services United Community Ministries

Fairfax County Community

Support

Stable Lives

Enrich

Immediate needs
Vital Emergency Services Low & extremely low-income Southeastern Fairfax County residents

Food, Shelter, Health

Brand Strategy & Key Messages Presentation

June 16, 2011

Objectives: UCM Messaging & Positioning

Increase donor revenue by:
Expanding overall community (residents & business) awareness, education and appreciation of UCM (brand) Expanding UCMs donor base into new demographics (i.e. ages/generations, cultures) Increasing the frequency and size of contributions (from individuals, businesses & corporations, foundations, government)

Brand Strategy & Key Messages Presentation

June 16, 2011

Discovery Stage: Scope of UCM Stakeholder Interviews

10 Interviews across UCM ecosystem
Board Members (past & present) State & County Officials Community Leaders Corporate Sponsors Volunteers

Note: interviews were not conducted with any UCM clients

Brand Strategy & Key Messages Presentation

June 16, 2011

Discovery Stage: Stakeholder Interview Analysis [Pg 1 of 2]

Comments relating to Lack of awareness and visibility of UCM
UCM needs to be known. One problem with awareness of UCM is few people have reason to drive down Fordson; visual presence is not there. People think of UCM as emergency relief for low-income people only. UCM is distinguished in human services but not enough people know about it. Branding, better job? = UCM needs a facelift. UCM takes care of people. They dont just provide food and shelter, they put them on the right path. UCM is dedicated to help people in need get in touch w/ the right people; people who are mired in problems are given opportunities to get out of them, not just get help. TOTAL CONTINUUM OF SERVICES UCMs core is [delivering] basic needs, emergency assistance in that corridor. UCM one of the most comprehensive human services charities in this area of all who do wide range of services. UCM Personality = CARING, see a problem, they try to fix it. Their arms are spread very wide.

Comments relating to UCMs services and capabilities

Brand Strategy & Key Messages Presentation

June 16, 2011

Discovery Stage: Stakeholder Interview Analysis [Pg 2 of 2]

Comments relating to Challenges & opportunities faced by UCM
Leadership and strength are critical to success of UCM. They need plan; realizes UCM developed strategic plan some years ago but not sure how its being used. BEL Center should have $ pouring into it its a means for economic development because its a wonderful day care and educational center that allows parents to work (i.e. Target, Walmart in fact, one mother works at Target). UCM has credentials of trust theyre not likely to fail but THEY NEED TO BE CREATIVE, THINK OUTSIDE OF THE BOX. Hard for UCM to get the word out about them with their budget. Its hard to educate the community because people want their problems to be a secret.

Other Comments
What kind of vacuum would there be if UCM disappeared? catastrophic.

Brand Strategy & Key Messages Presentation

June 16, 2011

Brand Strategy: UCMs Brand Value & Personality Audit

Dedicated & Committed; proven Reliable; compassionate, caring, nurturing Critical to the community; yet not well known or known for different [fragmented] things
Reliable Trust Heroes (Heroic) Holistic Sustaining Proven track record / Established Compassionate Legacy

Dependable

Friend

Respectful

Community lifeline

Amazing accomplishments
Brand Strategy & Key Messages Presentation June 16, 2011

Nurturing
9

Brand Strategy: UCM Audience Communications [1 of 2]

Stakeholder
Community (individuals, business, faith communities, Latinos and other underserved populations) Funders (Donors)

Communications Objective
To educate the community at large about UCMs mission and services and develop respect and awareness To strengthen the respect and awareness of UCM, resulting in significant financial support over the long-term To strengthen their commitment to UCM and fundraising To make them aware of the continuum of services available, empowering them to be part of the community at large

What do we offer them?

Insight into UCMs mission, depth of services, value to people in need and community at large

What do they want from us?

A safe and stable community that is economically and socially healthy; without impoverished residents; pride in their community Evidence that UCM makes a difference in the community (beyond providing emergency services) by helping people get on their feet Trust that we are fulfilling our mission effectively A better way of life so they dont need to depend on receiving human services assistance

A way to support an organization that makes a difference and will add to funders reputations Sense of purpose, accomplishment, and fulfillment Emergency services and a way to improve and sustain higher standards of living through a variety of interrelated services

Board of Directors Clients

Brand Strategy & Key Messages Presentation

June 16, 2011

10

Brand Strategy: UCM Audience Communications [2 of 2]

Stakeholder
Public Officials

Communications Objective
To strengthen relationships, increase knowledge of UCM and publicly endorse financial support for UCM To have their vocal and active support in community and official forums

What do we offer them?

Ways to improve the areas they represent so they can be proud of their communities (and get re-appointed, reelected, re-hired) A sense of purpose and accomplishment

What do they want from us?

Evidence that we are enhancing the community by helping low income people get on their feet and become contributory members of the community Evidence that we are enhancing the community by helping low income people get on their feet and become responsible members of the community

Community Leaders/Activists/ Civic Groups & Chambers

Employees

To ensure a clear and consistent A succinct description of what they do understanding and conveyance and pride in where they work of UCMs mission
To ensure a clear and consistent A way to donate their time and understanding and conveyance support to help people in need and of UCMs mission drive the UCM mission

Volunteers

Consistency and clarity in all communications about UCM; confidence that their work makes a difference Appreciation and value for their contributions in support of the UCM mission

Brand Strategy & Key Messages Presentation

June 16, 2011

11

Brand Strategy: Message Positioning [pg 1 of 2]

Topic

Expand overall community (residents, businesses & public officials) awareness, education and perception of UCM [brand] Expand UCM donor base demographics, frequency & size (value)
Clients:
Low and extremely low-income families and individuals who require help meeting basic needs and are trying to achieve self-reliance

Target

Donors:
Individuals and corporations with an interest in eliminating poverty and improving the long term well-being of individuals, families, and communities, including opportunities for education and employment A broader donor constituency, including those who are younger and more culturally diverse, economically stable and well-to-do, and business/corporate sponsors

Need

Clients:
Who need emergency or basic needs assistance (food, medical, shelter, and other social services) Who need help developing independent living skills Who need to improve their employment levels to stave off the effects of poverty Who need child care and early childhood programs

Donors:
Impress upon prospective donors that it is in everyones best interest to help improve the lives of the most vulnerable, which will improve the community at large To enhance peoples perceptions of UCM by clarifying UCMs vital role in the social and economic development and stability of Fairfax County

Brand Strategy & Key Messages Presentation

June 16, 2011

12

Brand Strategy: Message Positioning [pg 2 of 2]

Topic

Expand overall community (residents, businesses & public officials) awareness, education and perception of UCM [brand] Expand UCM donor base demographics, frequency & size (value)
Organizations/non-profit /government programs that operate in Fairfax County and provide fragmented or limited scope basic needs assistance services. We offer comprehensive services to meet clients immediate needs and programs to help people become self-sufficient, active members of the community. Operating since 1969 with a proven track record of successfully responding to the needs of people in southeastern Fairfax County. Extensive range of programs and services are delivered to address needs and foster selfreliance. Leading provider (on a direct-client basis) of emergency services in SE Fairfax County.

Alternatives

Our Offering

Competitive Advantage

Enhancing the quality of life for all residents in SE Fairfax County by offering a variety of ways for clients to become self-sustaining members of the Fairfax community.
Eradicating poverty through a holistic, programmatic approach to stave off emergency needs and help low-income members of the community develop self-reliance.

Brand Strategy & Key Messages Presentation

June 16, 2011

13

Key UCM Service Features

UCM provides comprehensive programs and services to meet immediate needs and develop long-term independent living skills
UCM Services and programs: FOR IMMEDIATE NEEDS Emergency Assistance SELF-RELIANCE PROGRAMS Workforce Development Center Healthy Families, Childcare, and Early Education Services Housing programs COMMUNITY ENGAGEMENT PROGRAMS Community Development Programs Back Porch Store

Brand Strategy & Key Messages Presentation

June 16, 2011

14

Key UCM Service Benefits

Offer vital services for those in need

Allow individuals and families to improve their standards of living by advancing their employment skills
Develop independent living capabilities (self-reliance) Offer a comprehensive and holistic scope of services

Improve the conditions and quality of life for Fairfax County residents
Provide its residents with a sense of well being, safety and stability within their community

Brand Strategy & Key Messages Presentation

June 16, 2011

15

UCM Key Messages: Overview

Key Messages are
What you want your target audience to remember and react to A set of agreed-upon messages Intended to act as a foundation for all internal/external marketing and communication materials Written to ensure that all communications speak with one voice

Brand Strategy & Key Messages Presentation

June 16, 2011

16

UCM Key Messages: Recommended Variations

10-second elevator pitch 15-word organization description 25-word organization description 50-word organization description 100-word organization description 250-word organization description News Release Boilerplate (short form) News Release Boilerplate (long form)

Brand Strategy & Key Messages Presentation

June 16, 2011

17

UCM Key Messages: 10-Second Elevator Pitch

UCM offers one of the most comprehensive assistance programs for low-income individuals and families in Fairfax County. UCM helps people fight poverty, hunger, and homelessness and become self-reliant members of the community.

Brand Strategy & Key Messages Presentation

June 16, 2011

18

UCM Key Messages: Organization Description 15 Words

UCM combats poverty, hunger, and homelessness by providing comprehensive basic needs assistance and self-reliance programs.

Brand Strategy & Key Messages Presentation

June 16, 2011

19

UCM Key Messages: Organization Description 25 Words

UCM provides one of the most comprehensive services programs for low-income individuals and families to fight poverty, hunger, and homelessness and create self-reliant residents of Fairfax County.

Brand Strategy & Key Messages Presentation

June 16, 2011

20

UCM Key Messages: Organization Description 50 Words

UCM is one of the most comprehensive non-profit human services provider in southeastern Fairfax County. Since 1969, UCM has helped low-income individuals and families fight poverty, hunger, and homelessness through basic needs assistance; early childhood development; healthy families support; and jobs skills training. The results of UCMs programs resonate throughout Fairfax County.

Brand Strategy & Key Messages Presentation

June 16, 2011

21

UCM Key Messages: Organization Description 100 Words

UCM is one of the most comprehensive nonprofit services providers to residents in southeastern Fairfax County. Operating since 1969, UCM helps low-income individuals and families by providing basic needs services (e.g., emergency food, medical, housing assistance) and long-term independence programs. UCM is well-known as a reliable safety net and for its successful housing, employment, education, and healthy family programs. These programs include employment counseling and job placement; early childhood development and education programs; a child abuse and neglect prevention program; youth development programs; neighborhood development centers in partnership with the community; transitional housing programs; and the Back Porch Thrift Store.
Brand Strategy & Key Messages Presentation June 16, 2011 22

UCM Key Messages: Organization Description 250 Words

UCM is the most comprehensive non-profit human services provider to residents in southeastern Fairfax County. Since its creation in 1969, UCM has helped low-income individuals and families by providing basic needs services (i.e. emergency food, medical and housing assistance) and longer-term programs to promote self-reliance and independence. UCM has earned its reputation as a reliable safety net, in addition to successfully running housing, employment, education, and healthy family programs. These include employment counseling and job placement; early childhood development and education programs; a child abuse and neglect prevention program; youth development programs; neighborhood development centers in partnership with the community; transitional housing programs for the homeless; and the Back Porch Thrift Store.
UCM plays a vital role in social and economic development and is committed to help people become self-reliant, contributing members of the community. At the Bryant Early Learning (BEL) Center, UCM provides services that include childhood development, developmental health screening, and comprehensive learning programs. Through its employment programs, UCM helps people improve their economic stability with job skills training and classes to foster long-term employability. UCMs mission is to assist families and individuals to improve the quality of their lives in a manner that builds their self-reliance and fosters their ability to function at the greatest level of their economic and social capacities. UCM is Fairfax Countys leading direct service provider of basic needs services. In its fiscal year ending June 30, 2010, UCM provided life-changing assistance to more than 14,000 people from over 5,600 families in Fairfax County.

Brand Strategy & Key Messages Presentation

June 16, 2011

23

UCM Key Messages: News Release Boilerplate

Short Form
United Community Ministries (UCM) is a community-based non-profit social services provider in Fairfax County. Operating since 1969, UCM helps low-income individuals and families fight poverty, hunger, and homelessness. UCMs mission is to assist families and individuals to improve the quality of their lives in a manner that builds their self-reliance and fosters their ability to function at the greatest level of their economic and social capabilities.

Brand Strategy & Key Messages Presentation

June 16, 2011

24

UCM Key Messages: News Release Boilerplate

Long Form
United Community Ministries (UCM) is a community based social services non-profit human services provider in Fairfax County established in 1969. UCM provides the most comprehensive assistance programs for low-income individuals, families, and neighborhoods in southeastern Fairfax County to help people fight poverty, hunger, and homelessness and to become self-reliant members of the community. UCM programs include emergency services, job skills training and job placement, professional child care services, youth development, the Creekside and Sacramento neighborhood development centers, a highly successful child abuse and neglect prevention program, two-year transitional housing programs for the homeless, and the Back Porch thrift store. UCMs mission is to help families and individuals improve the quality of their lives in a manner that builds their self-reliance and fosters their ability to function at the greatest level of their economic and social capabilities. In its fiscal year ending June 30, 2010, UCMs basic needs program distributed over 653,086 lbs of food and provided life-changing assistance to more than 14,000 people from over 5,600 families in Fairfax County.

Brand Strategy & Key Messages Presentation

June 16, 2011

25

Key Messages: Variations per Audience

COMMUNITY
Since 1969, UCM has been committed to fostering healthy community well-being among Fairfax County residents with the goal of creating safe and stable neighborhoods that are economically and socially healthy, without impoverished residents.

DONORS
UCM is renowned for being the provider of the most comprehensive assistance programs in southeastern Fairfax County, helping low-income people become self-reliant, contributing members of the community. In addition to emergency relief, UCM provides housing, employment, education and healthy family programs to those in need. In its fiscal year ending June 30, 2010, UCMs basic needs program distributed more than 653,086 lbs of food. Its holistic range of programs provided effective life-changing assistance to more than 14,000 people from more than 5,600 families in Fairfax County. This was achieved by an impressive direct program allocation of 92 cents from every dollar of donations raised.
Brand Strategy & Key Messages Presentation June 16, 2011 26

Key Messages: Variations per Audience

CLIENTS
UCM provides food, medical, and housing services to lowincome individuals and families in Fairfax County. UCM assists Fairfax County residents during emergency situations and gives them the tools to improve their standards of living. UCM offers additional services, which include housing, employment, education and healthy family programs.

Brand Strategy & Key Messages Presentation

June 16, 2011

27

Key Messages: Variations per Audience

PUBLIC OFFICIALS, COMMUNITY LEADERS, ETC
UCM has been the most highly respected non-profit provider of comprehensive human services for low-income individuals and families in southeastern Fairfax County since 1969. UCM provides services to meet peoples food, housing, and medical emergency needs, while running programs that help individuals and families become healthy, self-sufficient, contributing members of the community. In its fiscal year ending June 30, 2010, UCM provided life-changing assistance to more than 14,000 people from over 5,600 families in Fairfax County. For more than 40 years, UCM has remained deeply rooted in the Fairfax community, relying on support from residents, community leaders, and public officials, to make Fairfax Countys communities safe, stable, and economically and socially healthy, without impoverished residents.

Brand Strategy & Key Messages Presentation

June 16, 2011

28

UCM MARCOM Audit Overview

This audit provides a way to focus marketing efforts, at a high level, by audience, rather than by communication element. The External Marketing Communications (MARCOM) Audit is a review of all aspects of your marketing communications from the perspective of your target customer. The audit searches for inconsistencies in message and appearance. It searches for a lack of focus and continuity between what's promised and what's delivered. Most of all, it seeks to determine if UCM is speaking with one voice; and whether the perception by the market matches the organizations intent. And following this analysis, it offers suggestions for repairing weak links in the total communications chain. Given the recent changes to the brand strategy, this particular audit focuses more on providing prioritized recommendations on what vehicles and strategies to use to deliver the audience-specific messages presented earlier in this presentation.

Brand Strategy & Key Messages Presentation

June 16, 2011

29

UCM MARCOM Audit (1 of 3)

Evaluation Audience
(by Segment)

Goals

Budget / Resources
Payroll for salaries for all fundraising = 3%

Materials and Programs Used

Mail & e-mail appeals; website; meetings; press releases; major events, i.e. Gala, Capitol Steps*; special purpose solicitations; smaller special events (restaurant nights); e-newsletter staff, Friends, volunteers; annual report, brochure.

Effectively communicates to this audience? Consistent with Brand Strategy?

Community at large: individuals, civic orgs, faith communities, schools

Develop extended community awareness, new funding resources and build support of existing donors Develop planned giving program

Re-assess and target these audiences to get bigger bangs for the buck higher ROIs. Currently, overly ambitious given resources. Increase percentage of staff/ staff time devoted to fundraising and communications, based on ROI for fundraising programs, events, efforts. Synchronize with messaging with emphasis on UCMs services benefiting individuals/families and community overall. FOR ALL AUDIENCES. Online presence needs invigorating, i.e. website needs to be more up-to-date (as well as needing an overhaul). For example, special events e-newsletter tends look identical in each mailing, without differentiating itself i.e. use color graphics, pix to grab attention) FOR ALL AUDIENCES.

Sources: Taproot grant app: $126,439 of $4,214,630 (= 3%)

Statement of Functional expenses 6/30/09: $8,575 of $2,825,303 (= 3%)

Website
*need ROI figures for fundraising efforts to properly assess

Add young professionals to audiences, i.e., create event for them such as a smaller gala.

Brand Strategy & Key Messages Presentation

June 16, 2011

30

UCM MARCOM Audit (2 of 3)

Audience
(by Segment)

Goals

Budget / Resources
See above

Materials and Programs Used

Dedicated senior level staff time Basic grant language for use in different proposals and other docs E-news (presumably) to all funders and potential funders, as well as media Annual report = FOR ALL AUDIENCES

Evaluation

Effectively communicates to this audience? Consistent with Brand Strategy?

Major Funders ( i.e. United Way, Fannie Mae); foundation and corporate grants

Renew annual campaigns and apply for funding from foundations, corporations

In harmony w/ messaging, expand outreach to major donors focusing on impact in S.E. Fairfax County and Fairfax County overall (UCMs comprehensive human services, which provide emergency relief and programs leading to self-reliance = UCMs unique brand.)

Research companies with employee match programs.

Identify philanthropic executives and individuals locally or with committed interest in helping people in need (outside of Fairfax County). In sync w/ messaging, stress UCMs unique brand as a comprehensive human services agency with programs that build self-reliance and stable communities fostering economic development. Expand beyond current business supporters (including asking them about others).

Business

Cultivate existing and develop new relationships and financial support

See above

Dedicated senior level staff time building relationships. E-communications (presumably) = newsletter, event announcements, press releases, press coverage Annual report

Brand Strategy & Key Messages Presentation

June 16, 2011

31

UCM MARCOM Audit (3 of 3)

Evaluation
Audience
(by Segment)

Goals

Budget / Resources

Materials and Programs Used

Effectively communicates to this audience? Consistent with Brand Strategy?

Government Agencies

Continue existing grants and apply for future funding opportunity

See above

Dedicated senior level staff time to meet w/ local and state govt officials & write proposals, fulfill reporting requirements

In sync w/ messaging, stress UCMs unique brand as comprehensive human services agency that provides emergency relief and programs to create self-reliance for those in need, which fosters social and economic development.

E-communications (see above)

Board of Directors

Encourage to give and raise funds as part of board service;

See above

Senior level staff time, board members time

UCM is reviving this mission, which can be fortified w/ dedication to messaging, requiring training, w/ materials about how to use messages and when.

Volunteers and Employees

Cultivate donations and PR to give to UCM

See above

UCM staff who work with volunteers

UCM staff needs message training as well (less comprehensive than above) to use to encourage volunteers to tell others about volunteering or contributing $.

Brand Strategy & Key Messages Presentation

June 16, 2011

32

Taproot Team
Kirk Vespestad Account Director Neil Dziemian Project Manager Georgiana Bloom Brand Strategist Cecil Adams Marketing Manager Barrington Salmon Copywriter

Brand Strategy & Key Messages Presentation

June 16, 2011

33